Driving traffic to Amazon is a great way for the Amazon sellers to gain a competitive lead in the marketplace and attract new customers. Moreover, Amazon appreciates those who bring customers and traffic to their site. However, doing it legally is the key.
If you are an Amazon seller, a well-executed strategy towards driving outside traffic to Amazon can drive sales, boost traffic, improve keyword rankings, help you achieve the Best Seller Ranking and help you develop a strong and long-term relationship with your clientele.
Please note that there are right ways and wrong ways to do this and remember you have to always follow the right way. Here is what you need to understand.
Increasing Traffic to Amazon Product Listings
There are two ways in which you can increase the traffic to your Amazon FBA listings.
#1 On-Amazon Optimizations
The most common way is to increase the traffic to your Amazon FBA listings is to achieve everything on Amazon. This is something that you might already be doing;
- Optimizing Amazon listing content and SEO that includes doing keyword research, optimizing backend keywords for search volume and relevance, improving the description, title, and bullet points
- Enhanced brand content
- High-quality pictures of the products
- Using Amazon’s in-house advertising platforms for running ads that include headline search ads, display ads, and sponsored products
Optimizing these aspects will ensure that you have a steady traffic but if you are planning to sell on Amazon for a long run then this is not enough.
#2 Off-Amazon Optimizations
Once the sellers have optimized the above-mentioned aspects of their FBA listings, they need to consider increasing the traffic further in order to achieve the desired business goals. The second approach is to drive external traffic to your Amazon product listings. External traffic is the traffic driven from the sources outside Amazon.
Why Consider Driving External Traffic to Amazon?
External/Outside traffic is the traffic from outside Amazon from the sources such as blogs, YouTube, Google AdWords, Facebook, etc. These traffic sources can help you drive product sales without being dependent on Amazon rankings. So why would you want to drive external traffic to Amazon?
Access to more Potential Customers
Utilizing external sources and channels for driving traffic to Amazon FBA listings will help you expand your pool of potential customers.
Advantage over Competitors
Doing business on Amazon is getting complex and competitive day by day. Hence, driving outside traffic to Amazon will help gain a competitive advantage over other sellers. That is, you don’t require competing with other products on Amazon Search Engine Results page as you are sending traffic straight to your listing.
You may get Rewards from Amazon
Amazon appreciates the sellers who bring customers to their site and they do it by rewarding the sellers with certain privileges. When you direct external traffic to Amazon.com, it helps the marketplace to gain more customers and make more money.
Hence, by mastering the art of driving outside traffic to your Amazon FBA listings, you will be able to grow your sales, build a long-term brand, and have more successful launches. This way you will not be too reliant on Amazon and you will be able to gain an advantage over your competitors.
In this guide, you will learn how to drive external traffic to your Amazon FBA listings.
Amazon Sales Funnel
If your Amazon business wants to use external traffic then you should know how to build an Amazon sales funnel. Amazon sales funnel is the process related to buying when the customers are purchasing your products.
The key to successful outside traffic campaigns is to understand that driving traffic straight to the product listings will only lead to ‘low sales’ and ‘low conversion rates.’
Capturing emails is more important than sales as no matter what channel you use, it won’t be practical as targeted Amazon’s internal traffic. Capturing emails will help you to;
- Build your own launch list that ultimately allows you to separate yourself from second-rate bargain sites. Next time, simply email the list with a discount offer if you want to get an Amazon product off the ground.
- Send monthly or weekly newsletters via email to your potential clientele. This allows you to build a sense of trust and a long-term relationship with your customers.
- If you want to drive extra sales, run a special offer and simply send an email to your customers.
- Create retargeting audiences of customers on Facebook or other social media platforms.
Building a compelling Amazon sales funnel:
You may be asking why anyone would be willing to give away their email address without any reason. Simple, give them compelling reasons and they will be more than happy to share their email address with you. There are two ways using which you can compel a customer.
- Give away educational content like an ebook
Selling a microwave? Why not give away an ebook full of amazing recipes. Once you manage to get someone give their email address in exchange for an ebook, you can build a healthy relationship with them, and finally, lure them to buy your products.
- Give away discounts
This is the easiest way to accumulate emails from your potential customers. Give them an offer that they can’t refuse. If you are selling on Amazon for some time, then you may have experienced the days on which you offered discounts on the products were the days you accumulated more sales.
Go for the ebook option if;
- You particularly want to build an email list
- Your products rank high
Go for the discount option if;
- You want to build a targeted customer list
- You want to boost your Amazon Best Seller Rank
You can also use landing pages for capturing emails but the key is to capture the emails before the customers have made a purchase on Amazon. It works in a way that you have to drive outside traffic to your landing page and not straight to Amazon.
Here is how it works;
External Traffic > Landing Page (Capture Email) > Send Promo Code > Sale (Amazon)
Using the Right Tools
Tools can play a crucial role in making your campaign a success or a failure. Using the right set of tools will help you successfully accumulate external traffic to Amazon.
Landing Page Generator:
How to build the Right Landing Pages?
As an Amazon seller, you are provided with two general options for creating a landing page.
- General Purpose Landing Page Tool
This option includes general purpose tools like MailChimp’s landing page tool and LeadPages for creating a landing page. You can use this option for creating a landing page if you want to give away free content like ebooks as mentioned earlier.
- Amazon Promotional Landing Pages
If you want to generate external traffic to Amazon then you should consider this option for building a landing page as it gives you the option of giving away single-use discount codes in exchange for email signups. LandingCube is an excellent Amazon Landing Page Generator that you can consider.
The discount codes give the customers an incentive to give away their email address. It leads to boost conversion rates, sales, as well as Amazon rankings. This way Amazon will send more buyers to your product in the future.
Email Marketing Tools:
Once you have created your landing page, you will need an email marketing tool. Email marketing tool will help you stay in touch with people who have entered their email address on your landing page. This way you can build your own launch list, ask your customers for feedback and reviews, and build a long-term relationship with your customers.
Here are some of the best Email Marketing Tools that you can consider for sending out emails to your customers.
MailChimp offers free services during the initial stages. That is, under its free subscription plan, you can add up to 2000 email subscriber and send up to 10,000 emails per month. This platform is easy to use.
If you are a small business owner, then you can avail the benefits of AWeber for sending out emails to your potential clients. Its services come at a very reasonable price.
Drip is one of those email marketing tools that sports advanced marketing automation features like workflows and is easy to use.
If you want to generate external traffic to Amazon through blogging, then ConvertKit is meant for you. It boasts similar features to Drip that is; powerful marketing automation.
Re-targeting, Conversion Tracking and Analytics Tools:
- Google Analytics
It is recommended that you set up Google Analytics on your e-commerce website in order to determine how the users react to your landing page. It will also help you with creating retargeting audiences and tracking the conversions with Google Analytics goals.
- Facebook Pixel
Facebook Pixel is another powerful tool that allows you to create re-targeting audiences depending on the behavior of your landing page visitors and track Facebook Ad conversions.
Single-use Promo Codes:
If you want to lure the customers by giving discounts, then you can set up single-use promo codes in the Seller Central. As the name suggests, these codes are valid for one-time use.
Driving External Traffic to Amazon FBA Listing
Once you have set up everything, it is time to drive outside traffic to your Amazon FBA listing. For this, you will have to determine the sources of traffic.
Sources of Traffic:
Truth to be told, there are no best sources of traffic for driving to Amazon. Each one of the sources is unique and will depend on your current assets including the products you are selling.
There are numerous options/sources when it comes to driving external traffic.
- Email – sending a hoard of emails to your customers or whoever visits your landing page
- Organic Social Media – posting product descriptions and further information like discounts, promo codes in relevant groups and on your business page
- Paid Social Media Ads – post ads on Instagram, Facebook, Pinterest, YouTube, etc
- Search Network Ads – Yahoo, Bing, Google AdWords
- Blog Posts – if you have an active readership on your blog
- Affiliate/Influencer Marketing – partnering with those have an existing audience to promote your business and products
Testing Traffic Sources:
It is advised to test out one source that seems promising.
Take Facebook Ads for example. Spend a limited amount of money to start. Begin with specific goals like collecting emails, boosting keyword rank, driving sales, etc and track the results.
If Facebook Ads seems a promising channel, double down your effort on that channel and if not, move to the next channel/source.
Please note that it is not necessary that the channel you chose is not effective but there is a possibility that how you set up the campaign is not effective.
Using Landing Pages to Drive Outside Traffic to Amazon FBA Listings:
As said earlier, right landing page tools help you to sort the traffic down to the most convertible users and customers and thereby helping you to optimize for buyer lifetime value.
On the other hand, landing page shifts the focus from accumulating quick sales to gathering emails. Once collected the emails, you can now market your products to the customers in the future.
Using the email lists and landing page, you can do quite a bit, for instance:
- Build your eCommerce Brand from Amazon – you can drive sales on your e-commerce website. You can achieve this by collecting emails before the sales are made. This way you are not breaking the ‘Terms of Service’ of Amazon
- Promote Product Launches – email the users and customers with exclusive discounts for promoting new product launches
Driving outside traffic to your Amazon FBA listing is an effective strategy for boosting sales, improving the ranking and gaining new customers. If you bring new and more customers to Amazon; there is a possibility that the marketplace may reward you.